TOBACCO CESSATION: NEVER STOP QUITTING
THE OBJECTIVE:
Tobacco use causes more deaths than almost anything else. Public health departments make continuous and concerted efforts to help people quit smoking.
THE INSIGHT:
Smokers know that smoking is bad. So far, they haven’t been scared into quitting or even shamed into quitting. To break through, they need to hear something new--and they need to hear it often. Most smokers don’t actually quit for good until the 11th attempt.
THE IDEA:
If we can’t scare or shame smokers into quitting, we can hope them into quitting. We can relate them into quitting. We can smile them into quitting, with a distinctively different campaign that uses fun language, bright colors, and strong, happy people who encourage smokers to persevere and NEVER STOP QUITTING.
THE EXECUTION:
-Targeted social media and digital ads that ran in conjunction with anti-tobacco “holidays” like the Great American Smokeout and “quit-friendly” times of the year like New Years
-High-visibility partnerships with LA sports teams like the Clippers, Dodgers, and Sparks
-Anthemic and memorable radio spots
-Eye-catching OOH that definitely doesn’t look like your parents’ anti-smoking ads
